Forget the Product, Give Us the History

I never knew I could love a motorcycle ad until I saw these powerful ones by Harley Davidson based out of the Czech Republic. When we think of the Czech Republic, we picture the fairytale city of Prague, their ongoing recovery from the Cold War, and, of course, the beer that is cheaper than water (U.S.A., take notes). On the other hand, Harley Davidson brings images of leather jackets, handlebar mustaches, and unnecessarily loud bikes outside of dive bars. Bring the two together; you’ve got an unexpected piece of history.

Made to celebrate the anniversary of the end of WWII, each ad presents a first-person perspective of hiding and watching German Nazis tearing their homes apart. They wanted anything that could be used to fuel the war effort, including bike parts. Czech Harley Davidson owners would take apart their bikes, hide the parts in their houses, then watch the clueless Nazis fail their mission. Despite the hold that Nazi Germany had over their country at the time, this was one small way the Czechs could take back their courage, their freedom, and their hope that the war would end and their bikes could eventually “reclaim their rightful home—the open road.” Here’s a classic example of not selling the product but instead selling the history—let’s just say we’re sold.